Channel 4 has unveiled the results of the first public trial on new streaming ad formats which deliver an 81% boost in long-term brand recall.
The trial, the trial, with registered Channel 4 streaming users, explored whether different ad formats such as takeovers by single brands and reduced ad loads can optimise effectiveness.
Earlier this year, Channel 4 commenced a closed, ‘lab’ test exploring four new-to-market high impact streaming advertising formats, including multiple ad loads around programming.
Channel 4’s Head of Commercial Innovation and Partners, Jonathan Lewis, said: “These results underline why Channel 4 is the best partner to do business with – we are continually innovating to give our partners the best ways of reaching viewers. Our streaming ad innovation further sets us apart in the industry as we generate the commercial returns from our work to prioritise digital growth and become the UK’s public service streamer.
During the live trial, experienced by thousands of viewers, it emerged:
- ‘Solus‘ (advertiser is the only ad in the pre-roll, plus the first ad in mid-programme ad breaks): returns a 73% increase in brand recall immediately after exposure, compared with exposure to a regular ad break, and an 81% increase in brand recall several days after exposure.
- ‘Lite’ (advertiser will run in breaks that are limited to 60 seconds): it boosts brand recall by 44% and a 23% increase in brand affinity, compared with exposure to a regular ad break.
Nine in ten Channel 4 viewers said that short breaks are memorable and effective, with 55% less likely to avoid the new ad formats , and, 54% noting they pay more attention to the new takeover ad breaks.
The results of the public trial follow the closed, ‘lab’ trial earlier this year with selected users. Brands that took part in the experiment reported a 72% increase in ad recall, rising to 98% for 16- to 34-year-olds.
Of note, some of the key findings from the closed, ‘lab’ trial earlier this year pointed to the effectiveness of Channel 4’s current streaming ad formats: its highest ad loads were found to be ten times more effective versus the unexposed audience. In addition, streaming viewers are very receptive towards ads on the platform, with 36% feeling they improved the experience which rose to 46% for young viewers.
40 brands have taken part in the trial to date including Boots, EE and Just Eat.
